The ‘It’s Your Right’ campaign – created by BCM – invites women to become citizens of ‘The Republic of Triumph’ and join a community where women are empowered to express their opinions, according to a press release.

The campaign centres on a Facebook competition where women are asked to declare a ‘right’ that is important to them. They can then vote for their favourite right. The top 10 rights will be declared part of the ‘Constitution of the Republic of Triumph’, which will be announced at a consumer event at Sydney’s Pitt Street Mall.

Triumph Australia’s marketing manager Alana Jones said: “The tone of the competition will be cheeky yet meaningful. We want to engage our community in a conversation about what matters in their lives and show them that in wearing the right lingerie they can feel confident and feminine.”

The campaign also involves a magazine partnership with Cosmopolitan, Shop Til You Drop and Australian Women’s Weekly magazines and in-store support for major retailers.

Anyone remember Dove?? Aren’t these “campaigns” getting a little boring now. I hope that most people can tell the difference between buying undies or face cream and being involved in something that makes a difference.